Factors that affect purchase intention toward beauty youtubers’ recommendation
碩士 === 逢甲大學 === 國際經營與貿易學系 === 106 === With the development of the social media platform, how consumer search for beauty products’ information has changed with the pattern of information streaming and exchange. Compared to the passive acceptance of news in the past, now we have been able to actively...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2018
|
Online Access: | http://ndltd.ncl.edu.tw/handle/2uynp8 |
id |
ndltd-TW-106FCU00323014 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-106FCU003230142019-06-27T05:28:10Z http://ndltd.ncl.edu.tw/handle/2uynp8 Factors that affect purchase intention toward beauty youtubers’ recommendation 影響美妝影音部落客推薦產品購買意願之因素 LIN, TINGJU 林庭如 碩士 逢甲大學 國際經營與貿易學系 106 With the development of the social media platform, how consumer search for beauty products’ information has changed with the pattern of information streaming and exchange. Compared to the passive acceptance of news in the past, now we have been able to actively screen the content of received messages. The research on the influence of YouTube platform on consumers' purchase intention is relatively limited and rare. Therefore, this research is to explore the factors that affect the consumer purchase intention toward youtubers in the YouTube platform. In order to explore the factors that affected the consumers’ willingness to purchase youtubers’ recommendation and how those factors influenced the recommendation effect, a qualitative in-depth interview method was adopted and the consumers who watch beauty YouTube channel were be used as research object. A total of 16 interviews were conducted. This study found that beauty youtubers, perceived video characteristics and recommended products are factors that influence the willingness to watch, and further influence purchase intentions. Beauty youtubers and recommended products are the factors that can also directly affect purchase intention. And the sponsored videos are the factor that interfere with the willingness to watch. HUANG, HSIU-YING 黃秀英 2018 學位論文 ; thesis 81 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 逢甲大學 === 國際經營與貿易學系 === 106 === With the development of the social media platform, how consumer search for beauty products’ information has changed with the pattern of information streaming and exchange. Compared to the passive acceptance of news in the past, now we have been able to actively screen the content of received messages. The research on the influence of YouTube platform on consumers' purchase intention is relatively limited and rare. Therefore, this research is to explore the factors that affect the consumer purchase intention toward youtubers in the YouTube platform.
In order to explore the factors that affected the consumers’ willingness to purchase youtubers’ recommendation and how those factors influenced the recommendation effect, a qualitative in-depth interview method was adopted and the consumers who watch beauty YouTube channel were be used as research object. A total of 16 interviews were conducted. This study found that beauty youtubers, perceived video characteristics and recommended products are factors that influence the willingness to watch, and further influence purchase intentions. Beauty youtubers and recommended products are the factors that can also directly affect purchase intention. And the sponsored videos are the factor that interfere with the willingness to watch.
|
author2 |
HUANG, HSIU-YING |
author_facet |
HUANG, HSIU-YING LIN, TINGJU 林庭如 |
author |
LIN, TINGJU 林庭如 |
spellingShingle |
LIN, TINGJU 林庭如 Factors that affect purchase intention toward beauty youtubers’ recommendation |
author_sort |
LIN, TINGJU |
title |
Factors that affect purchase intention toward beauty youtubers’ recommendation |
title_short |
Factors that affect purchase intention toward beauty youtubers’ recommendation |
title_full |
Factors that affect purchase intention toward beauty youtubers’ recommendation |
title_fullStr |
Factors that affect purchase intention toward beauty youtubers’ recommendation |
title_full_unstemmed |
Factors that affect purchase intention toward beauty youtubers’ recommendation |
title_sort |
factors that affect purchase intention toward beauty youtubers’ recommendation |
publishDate |
2018 |
url |
http://ndltd.ncl.edu.tw/handle/2uynp8 |
work_keys_str_mv |
AT lintingju factorsthataffectpurchaseintentiontowardbeautyyoutubersrecommendation AT líntíngrú factorsthataffectpurchaseintentiontowardbeautyyoutubersrecommendation AT lintingju yǐngxiǎngměizhuāngyǐngyīnbùluòkètuījiànchǎnpǐngòumǎiyìyuànzhīyīnsù AT líntíngrú yǐngxiǎngměizhuāngyǐngyīnbùluòkètuījiànchǎnpǐngòumǎiyìyuànzhīyīnsù |
_version_ |
1719211937333510144 |